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What to get noticed as a thought leader, attract your target audience, and boost traffic to your website?

Then yes, sponsored posts are probably right for promoting your brand. For a fraction of the cost of other forms of advertising, you can pay to get featured on a popular platform where you know your target audience spends time online.

As a freelancer, editorial assistant, and a ghostwriter, I’ve been on both sides of the partnership, and as long as everyone is transparent, and complies with FTC guidelines, sponsored posts can benefit everyone involved. The platform gets content customized for their audience; the brand gets in front of their ideal client or customer, and the reader gets free niche information they can use.

But, pricing for sponsored posts is all over the map. I like the guideline chart copywriter Sue Anne Dunlevie created on Successful Blogging for an idea of what bloggers should charge and what brands should expect to pay for sponsored blog posts. The chart uses metrics based on Google page Rank and unique visitors per month.

Considering a sponsored post for your brand? Ask the following questions to decide if the platform will help boost your business:

Will the post include a link to my website?

Does my target audience spend time reading this blog/platform?

Is there a good ratio of editorial content mixed with sponsored content?

What are the Google Ranking and Alexa ranking of the blog/platform?

Is the other content on the website in line with my brand?

Now that you’ve found the ideal site to contact for placing a sponsored post, it’s time to consider the content. Some digital platforms/blogs will accept your content and revise/edit as needed to fit their audience while other sponsored posts include an interview and written post customized by the platform’s editorial team.

When creating or approving content for the sponsored post, you’ll naturally want to maximize your marketing dollars, so make sure the content will move your brand forward by considering these points:

Does the topic address my customer/client’s problems or pain points?

Will the post give readers actionable steps they can use to use my expertise in their daily lives?

Is it clear how my products or services can help the reader?

Is the content useful and engaging enough to get shared?

Will the reader want to bookmark the content to refer to when needed? By creating content that a reader saves for later reference, your single sponsored post can be a repeated source of marketing, establishing familiarity and trust with your audience for months (or years) to come.

It’s easy to see why sponsored blog posts are an excellent way to spend your marketing efforts. Keep these tips in mind and you’ll reach your audience and get results for your business.

If you’re a small business you know how important blogging is to getting more clients and customers. Inbound marketing, when done correctly, can be more effective than Super Bowl ads in generating leads that convert to sales.

But maybe you’re wondering how many blog posts you really need to publish every month in order to be effective in targeting your audience.

I mean, after all, we’re all saturated in content, right? Do customers really need more content in their lives, or just more of the right content?

It’s tempting to think less is more when it comes to blogging. After all, you’re either trying to create fresh articles yourself each week while running a business or you’re paying someone to create content for you, which is marketing dollars you’re spending every month.

But looking at the data from HubSpot tells us that small businesses get 2x more traffic when they blog 11+ times a month compared to small businesses who only post once a week. If you’re looking to generate more leads for your business, you may want to consider stepping the blog post schedule up.

Here’s why:

You get in front of your target audience more often. Research shows that people want to do business with companies/brands they know, trust, and like. Continue offering them more quality content, and you’ll become their go-to brand when they: want someone familiar to provide healthcare for themselves or their loved ones, need to purchase supplements, or are searching for everything from green cleaning products to healthy snack options for their child’s soccer team.

(Niche) Content is King. Your audience is inundated with advertising. Forbes estimates that we are filtering out between 2,000-20,000 ads a day, resulting in “ad blinders,” meaning we’re no longer paying attention. At the same time, general consumer magazines and newspapers are folding because we’re able to get highly specialized information online from experts like you who are sharing it with us for free- and we’re mutually benefiting from the exchange. Your target audience gets the information they want and crave, in digestible sound bites delivered to their inbox every month, and you get in front of your ideal client on a regular basis without spending thousands on advertising. Instead, you get to be a thought leader, positioning yourself as a brand or company who can help your reader solve their problems. It’s a win-win.

You instantly learn where to focus your efforts. Want to know which direction to take your practice or which products your customers find most useful? Ask them! You don’t have to wait for analysis to report on current trends, or hire someone to do your market research. You can simply read the comments on your blog, social media, or ask directly for feedback in your next email newsletter.

When it comes to providing quality content, think more is definitely more, up to a point. Having trouble coming up with more blog post ideas? Read on:

Create a Content Calendar

I recommend creating a Content Calendar to all of my clients. As a journalist, I used a magazine’s Editorial Calendar, usually found in their media kit, to see where my article idea would fit in their features package. Editors use them to schedule content, plan for advertising topics, and make sure they mix in evergreen content with current trends that their readers look to the magazine to cover.

Companies need Content Calendars too. If you’re an integrative health practice, you have several ideal patients you’re trying to reach with your blog. You don’t want to alienate the 50-year-old woman going through menopause by repeatedly covering pediatric topics, and similarly, you don’t want to only cover industry news when you could be incorporating evergreen content that gets bookmarked, shared, and referenced often, leading to more patients a year from now as a result of one useful blog post.

So what is a Content Calendar and how do you create one? By now, you probably have a good idea of what I’m talking about- a yearly plan that lists all topics relevant to your small business scheduled by month to make sure you have enough variety in article type, audience you’re targeting, and a good mix of evergreen and trending ideas.

How do you schedule trending ideas a year in advance?

By keeping the topics general enough, you leave room to create articles citing the newest study, interesting news, and hot conversations trending on social media to keep content current.

While larger companies with a marketing team will need a more complex Content Calendar to account for multiple hands on the project, smaller companies who outsource their blog’s content to freelancers or write blog posts in-house can use a simple chart with a list of topics to cover for each month and brainstorm general ideas to cover in the coming months.

Dont forget to include:

Commemorative Days. Every business providing health services and products will want to include Rare Disease Day, World Health Day, and other important days in their schedule to bring awareness and offer expert insight.

Holidays and Observances.

Industry Conferences, Trade Shows, and Expos.

Topics that come up regularly on social media.

Creating a Content Calendar may only take a few hours if you already have a list of topics in mind from your patients or audience. It’s a highly useful tool that can help you create more content- and win 2x more customers and clients.

As an assistant editor for an online women’s magazine, I read through contributed articles regularly. This week, I received a submission that I was looking forward to publishing- the expert is well-known in her field, and the topic was fresh and highly relevant to our audience.

But then I opened the article.

It read like a dry white paper or PR pitch. No way could we publish that for our audience, who expects to not only be informed but also entertained and engaged. The article was sent back for a rewrite.

During the email exchange, I was reminded of my recent experience on a large health digital platform, where many experts contribute articles. In the comments of a well-known and highly regarded integrative doctor’s post, a reader expressed surprise that the writing was lackluster. Other commenters agreed.

It got me thinking about expert knowledge and our new digital age of contributed content.

It made me want to scream “Hire a ghostwriter! We can make you look good!”

Journalists know that yes, it’s important to understand the topic you’re covering thoroughly, but it’s equally imperative to understand the audience and tone of the digital platform or magazine you’re on. You need to read through past articles on that particular platform to learn how to structure your story. If you’re writing for an online publication, you need lots of white space and bolded sections with actionable steps, if you’re writing a service piece (and most health experts are).

All of these things take time, and journalists know how to read a publication they’re intent on writing for- experts may not have the time to do this.

Time isn’t the only limiting factor though- many experts are simply too close to their topic. They understand the information, stats, recently published studies, and cases, yes, but do they know how to break the science down and provide clear, engaging content that inspires a general audience?

Most often, as my inbox of submissions will tell you, the answer is no.

So, experts, please consider hiring a ghostwriter who can help you write stellar contributed articles that position you as an expert in your field. Our job is to make you look good.

Your natural health book positions you as the expert in your field and helps change people’s lives by giving them concrete steps they can take to look, feel, and perform their best.

But so far, the audience you’ve managed to reach has been underwhelming.

And you start to wonder:

What more can I do to promote this book?

You’ve got public relations specialists sending out press releases, contacting editors and freelance writers in hopes of getting featured in articles on popular blogs and online magazines in your niche.

But it isn’t going as quickly as you’d hoped, and on top of promoting the book, you still have your health practice to run and patients to help.

You’re not alone. Many experts aren’t writers and have no experience or interest in book tours and promotional campaigns to launch their book.

But the truth is, there is an easier way to reach your target audience and get your book noticed.

Why Guest Blogging Can Help You Achieve Your Professional Dreams

If your book helps readers between the ages of 30 and 55, online content can be more effective than placing a super bowl ad.

One in three adults goes online to figure out what health condition they or someone they know have, according to this study.

By guest posting for the popular blogs and online magazines in your niche, you can reach your target audience by giving them useful content that makes them want to read more in your book.

Popular platforms like LivingBetter50.com, MindBodyGreen, Lifehack, and Healthy Living Magazine all want your engaging articles for their audience. In return, you get to showcase your expertise and link to your new book in your bio that follows the article.

Find the Perfect Blog

How do you know which health blog or online magazine to target? Here are insider tips journalists use to find the right platform for your guest post or article:

Define your ideal reader.

Google search for blogs and online magazines for that reader.

Choose the top three that come up in your industry.

Review the media kit on each blog to make sure it targets your audience.

Try it: If your new book is about detoxing for older women, google search for popular online magazines and blogs for women who are 50 and over. Focus on the top three that have a sizeable audience and feature healthy living articles.

Pick a Magnetic Topic for Your Post

Plan to read at least ten articles on each blog on your list. Which ones get the most engagement (comments, shares, likes)? Look at questions left by readers in the comments section to see what you can help answer, or offer using your expertise.

List possible article topics for each blog on your list. Look over your book and see if any themes overlap.

Tip: A book title is too general for a blog post or article, but chapters of your book could make for a great post.

If the first chapter of your book covers why older women especially need to detox, you have a perfect article idea.

Pitch the Guest Post (Or Hire a Ghostwriter to Pitch it For You)

Most large online platforms have contributor guidelines (I just finished revising ours at the online magazine where I work as an editorial assistant).

Follow those instructions exactly as written, and you’ll pitch will get noticed. Here’s a template you can use to streamline your email to the editor:

Dear (insert editor’s name here),

I’m a practicing natural health practitioner whose new book titled Detox Your Life: Lose Weight, Get More Energy, and Feel Your Best was just released. I think your audience would find the book helpful as it’s targeted to your readers.

After spending time reviewing articles published in your online magazine, I came up with an article idea that I think would be a good fit:

“5 Ways to Detox Your Daily Life and Feel 10 Years Younger.” The article will cover daily toxins that can lead to common health conditions in women over 50 and ways to eliminate them from your life.

Thanks for your time. NameWebsiteEmail

Inspire Others with Your Article

Cover your story idea with a compelling headline, personalized introduction, and actionable steps readers can use immediately. Write your conclusion like you’re coaching a client, encouraging readers to take those healthy steps towards living their best lives.

I know that chiropractors, integrative doctors, naturopaths, and other health practitioners are extremely busy and often prefer to consult with patients than write articles (or books). Guest blogging is an ideal way to get your book out there, but if you’re not a writer or you lack time to post on online platforms, consider hiring a ghostwriter to talk through the piece with you and write a guest post that captures your unique voice and tone.

After all, many natural health practitioners are excellent consultants and engaging public speakers- we all have our talents!

Feeling overwhelmed at the thought of writing your next business blog post?

You know how important it is to update your blog consistently, but in between fielding emails, phone calls, company meetings, and marketing decisions, you are juggling one too many tasks, and the blog on your website is yet another line item on your to-do list.
But simple changes to the way you brainstorm and write blog posts can have dramatic effects on your productivity.

I’m not talking about yet another productivity app. Those take time to learn how to use, and I haven’t found any that stick.
I’m not talking about hiring out your blog posts to a content writer (though I’m here if you need me).

This post is for you if you need to get the blogging stuff done because you’ve got a business to run. You realize you’re not a full-time writer with tricks up your sleeve to help you write a quick blog post that is grammatically correct, interesting to your audience, and visually pleasing.

But you’ve decided to give the business blog you’re best shot, so I’m going to help you by sharing my tools for writing better blog posts:

Did you think blog writers brainstormed until coming up with the perfect article idea? They don’t. Most read about 20 different industry sources before coming up with an idea they can use. While that sounds time-consuming, articles you’d read for your business regardless count.My 3-point strategy for coming up with blog post ideas:

Search Buzzsumo to find what’s trending in the industry I’m covering. I’ll take a look at the top five headlines, and if they look interesting, I’ll read them.

If I can write about the same topic from a different perspective, I’ve got a winning blog post.

Come up with a list of steps for my audience to add to my (or my expert source’s) perspective.

Try it: If you sell a natural sleep remedy, you can search for other articles that are performing well using Buzzsumo. One of the first items that come up is the “Top 5 Tips to Sleep Better.” You notice it doesn’t mention herbal teas or eliminating blue light from devices an hour before sleep. You can use either of those tips as “Why Your Device is Ruining Your Sleep,” or “Natural Sleep Remedies: 5 Herbs That Help You Sleep Better.”

Now that you know what you’re going to write about, you can use HubSpot’s blog topic generator to come up with headlines for your post.
I added “herbal tea” and “sleep” to the generator and it came up with ideas I hadn’t thought of, like “7 Things About Herbal Tea You Should Know,” and “10 Quick Tips About Herbal Sleep Remedies.”

Grammarly is one of my favorite tools for keeping my writing concise and accurate. The free version is worth trying, but the premium version is worth every penny. Grammarly helps me make better word choices, avoid prepositional phrases and squinting modifiers, and even lets me know if I’ve overused words in the article (apparently, I’m overly fond of the word “effective”).

If you’re getting burned out on the same cliched stock photos circulating the internet like I am, try Pexels. They offer free photos sources from around the web, including Flickr, all in one place. I save loads of time finding images by visiting Pexels first.

5. Notes App on Your Phone

I know writers who love Evernote. I’ve tried using it, but it just doesn’t compare to a notebook and pen, or my Notes app for those times when ideas come to me when I least expect them.
Like Ann Handley says, “Everybody Writes”, and now that you’re a writer too, you can use your Notes app on your devices to quickly jot down ideas as they come while walking your dog, driving, or taking a shower, like me.

I review my ideas on my Notes app before checking Buzzsumo. It’s that helpful for capturing ideas and connections from the day.

Writing when you don’t feel like it can be just another chore to get through.

Especially when you have to do it every week.
But simple tools can help you write amazing blog posts that target your customers and clients without spending hours hunched over your keyboard, trying to come up with excellent content from scratch.
Just imagine leaving work without facing hours of research and writing time when you get home.

Imagine meeting your family for dinner instead, knowing that tomorrow morning, you have one less thing to do because the weekly blog post is already up.

Try a new tool each day. You might find yourself writing two blog posts each week.

If you’re in the natural health industry, you know that you’re blog is capable of staggering traffic. Over 80 percent of consumers buy organic and demand label transparency. People crave the best anti-aging supplements, natural remedies for their pain, and weight loss advice that gets results.
Maybe you started a blog to promote your cannabidiol (CBD) hemp oil products or your chiropractic practice. Or you’re a veterinarian selling natural pet supplements. You know that blogging can give you repeated access to your customers and clients.
Your business blog has the potential to triple or quadruple sales of your natural health products or services. In fact, research shows that blogging can be more profitable than Super Bowl ads while saving you marketing dollars.
But let’s face it- blogging is a massive time investment. That’s why it’s imperative that you optimize those blog posts to work for you in increasing sales and winning more clients.
How do you do that? Write blog articles like a health journalist. Treat your business blog like a natural health magazine that consumers would happily pay for and watch your website explode in traffic, leading to increased sales and more clients.
As a health journalist, I know that editors need content that engages their audience. Magazines don’t make money off selling subscriptions- their bread and butter are their advertisers, who pay thousands of dollars for space alongside useful, inspiring content readers will come back for again and again.
Here are my insider secrets for writing blog posts that read like health articles your audience craves:1. Know your target audience. You might think this one is too easy to be an insider’s trick; for example, using our chiropractor above, you might assume you’re blog is aimed at those who need chiropractic services. But you’d be missing out on the potential to reach thousands of natural health consumers who may not know the many ways a chiropractor can help them. Consider these questions:
How old is your reader? Has she ever been to a chiropractor before? If she’s not in pain or need of an adjustment, why should she read your blog? Think of your ideal client. Is she a mom, who returns with her children in tow for family maintenance? Do you help her navigate the endless medical decisions surrounding antibiotic use and vaccinations? Can you provide her with dietary recommendations to keep her family healthy this winter?
By understanding her goals, needs, fears, and frustrations, you can answer the first question she asks when she opens your blog post from her email: Does this apply to me?

2. Demonstrate credibility. Who are you and why should she listen to you? She may know you’re a chiropractor, but if she doesn’t understand what chiropractors do, other than make back adjustments, she’ll quickly leave your blog to find more relevant information. After all, she has several kids vying for her attention.
Your entire website and every article on your blog must reassure her that she can trust you. By writing blog articles that weave in real-life stories and observations from your clinical practice, she understands more about what you can do for her family.
She learns that she can trust you to provide her family’s care.3. Use authentic sources. As I touched on above, storytelling engages your audience, boosts your credibility, and adds value to your content. You could give her a list of all the reasons why she should trust you with her children’s health care, but using examples from your practice will command her attention.

Moms love hearing stories about families like theirs who overcame a real health challenge. Reported essays often make the cover of national health magazines because they lead to soaring sales.
Your sources don’t need to all be from your personal experience. You can bring in other sources, including relevant studies and related articles by linking to them. When you offer your unique perspective, readers will come back to your blog and website to get your expert take on issues important to them.4. Provide actionable steps. After you’ve engaged her in the opening with a real-life story or unique perspective on another source, and established why she can trust you, give her actionable steps she can use in her daily life. Your article needs to help her in some way, so she considers you a valuable resource. Yes, this may mean giving away some of your knowledge for free, but the trust and loyalty you establish now will be a powerful marketing tool when it’s time for her to schedule checkups for her family. Or when she’s considering a new treatment for her baby’s colic that she first heard about from your blog.
Your natural health customers and clients want fascinating information, not a sales pitch. If you can quickly help them see that your blog applies to them, engage them with your stories, that they can trust you, and show how you’ll help them in their daily lives, you’ll build confidence in your brand, winning more customers and clients in the process.